Mariya Nurislamova is very best generally known as the co-founder and CEO of Scentbird, the popular membership company billed because the “Netflix of perfume.” Through the years she has also launched Deck of Scarlet, a direct-to-client attractiveness model, and Drift, a scent-concentrated automobile accent line.
However, by night she transforms right into a spiritual Trainer, intuitive, channel, artist, and writer—roles mirrored in her prolific YouTube channel “This is often Mariya,” that has amassed over 102,000 subscribers and options in excess of 1,two hundred video clips. Her spiritual messages blend guided meditations, Electricity channeling, and cosmic philosophy, attracting an important and engaged viewers.
Electronic Presence & Information
On YouTube, Mariya’s output spans:
Meditations & channeling sessions: Centered on chakras, Power portals, therapeutic, and quantum manifestation.
Intuitive Q&A video clips: Open up, particular interactions where she addresses viewers’ deepest thoughts.
Small-kind clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her believed ~three hundred,000 followers throughout platforms.
Her cross-platform arrive at can make her a noteworthy voice in the trendy spirituality arena.
Entrepreneurial Journey
Even though her spiritual identification thrives on-line, her founder persona is rooted in tangible business enterprise achievements:
Scentbird (2014–present): A membership product providing about 800 fragrance choices to ~seven-hundred,000 subscribers in the U.S. and Canada, backed by YC and elevating about $25 million in venture funding.
Deck of Scarlet: A attractiveness membership palette released in 2018–19, collaborating with top influencers to supply curated makeup kits less than $thirty each and every two months.
Drift: A seamless nod to her scent-obsessed branding, providing fragrance remedies to automobiles.
Her entrepreneurial increase has been commonly coated by business enterprise stores like Inc. and Make-up.com, highlighting her rags-to-riches immigrant Tale and early passion for fragrances.
The Awakening: Spiritual Change in 2018
In 2018, Mariya skilled what she describes to be a spiritual awakening—marked by impetus toward angelic channeling, visions, and intuitive “downloads.” Soon right after, she released her spirituality-targeted content material throughout YouTube, Instagram, and TikTok.
Considering that then, her material has delved into:
Living in “the Matrix”, a simulated fact framework.
Healing through Vitality, including promises like self-healing cancer or AIDS and processing miscarriage like a karmic choice.
Interstellar beings and ancestral karmic trauma—like associations of black hair or crooked enamel with further spiritual this means.
These higher-assertion beliefs sooner or later collided with her public profile.
Controversies & Public Backlash
By mid-2024, Mariya’s spiritual material began to conflict together with her company picture. The Enterprise of Trend described on subscribers, influencers, as well as inner mirrored brands raising alarms right after discovering statements about Hitler like a Instructor of “3D World warfare,” denials of condition, and crystal divination—all less than Mariya’s serious identify.
Notable critics:
YouTuber Keya’s World and Zachary Michael mentioned they’d no more collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have openly called out her pseudoscientific promises and questioned the caliber of Scentbird’s support.
Despite the backlash, Mariya insists she retains her identities distinct and stands by her spiritual mission, unbowed by pressure to eliminate information .
Strengths & Strategic Merits
1. Genuine Dual Persona
Mariya’s mixture of tech entrepreneurship and spiritual educating is unheard of amongst her friends. It offers:
An authentic personalized brand name that resonates with consumers seeking further connections.
Diversified earnings streams across retreat occasions ($one,111 to $125,000) and personal channeling periods.
two. Scale & Impact
Business progress: Scentbird reports 45–50% YoY progress considering the fact that 2022, profitability given that 2019, with yearly revenues surpassing $one hundred million.
Cultural visibility: Her spiritual channel garners a huge selection of A large number of views for every online video, making viral cultural presence.
3. Faithful Neighborhood
In excess of one,200 videos and consistent uploads have crafted a cult-like following of seekers open up to her Electrical power-centered and mystical offerings.
Emerging Risks & Identification Difficulties
Brand Status Danger
Traders, personnel, and shoppers may possibly view Mariya’s metaphysical statements as off-Placing, most likely eroding brand name rely on.
Material Moderation & Legal responsibility
Daring promises in health and spirituality may perhaps invite social-platform warnings, regulatory scrutiny, or debates around moral responsibility in influence.
Stakeholder Confusion
Inspite of her assurances, mariya nurislamova scentbird investors stay largely unaware of her spiritual identity. Any perceived misalignment could pressure stakeholder self-assurance.
Route In advance: Navigating Dual Tracks
Clearer Boundaries
Mariya may possibly compartmentalize her spiritual and small business worlds more effectively—retaining spiritual content material on independent platforms or below a pseudonym.
Embracing Convergence
Alternatively, she could lean into the fusion—integrating wellness features into her makes (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her far more ethereal articles with evidenced-centered guidance, she could extend her base although reducing alienation.
Closing Feelings
Mariya Nurislamova stands in a uncommon intersection—where enterprise‑quality entrepreneurship satisfies spiritual authority. She has crafted a scalable, rewarding small business empire, when capturing the imaginations of electronic-age spiritual seekers.
However this pretty duality is her finest asset and biggest problem. The mystic as well as CEO co-exist in a single individual, generating friction. How Mariya navigates this frontier—both by distinguishing her voices or by harmonizing them—will outline her foreseeable future legacy.
Will Scentbird keep on being a fragrance staple with neutral branding?
Will her spiritual mission evolve into a mainstream wellness movement?
Can these paths co-exist, or will one particular eclipse the opposite?
This resonates for a cautionary tale within our age of founder transparency: When beliefs are community, ambition and authenticity stroll a wonderful line.
Briefly, Mariya Nurislamova isn't any standard CEO. She is a visionary entrepreneur, a channel for spiritual messages, along with a cultural determine navigating the messy overlap of small business and perception. Her upcoming moves may possibly chart new territory—not simply in fragrance, but in how enterprise leaders shape their identities inside the electronic spiritual age.